The document discusses traits of ideal and non-ideal search engine marketing (SEM) prospects. An ideal prospect is new to SEM, understands their business and goals, has an optimized website, comparable performance data, an effective staff, and adequate budget. An non-ideal prospect has unrealistic expectations, a poorly optimized website, low budget, or unclear goals. The document also discusses assessing campaign timing, like when a new product is launching, and key elements of an SEM proposal, such as objectives, budget, and terms.

1. PPC Prospecting
Assessing SEM Prospects
By Jeff Werlwas Werlwas1@gmail.com

2. Traits of an Ideal SEM Prospect:
• New to search engine marketing
• Understands their business and competitive space well
• Has clearly defined goals and needs
• Has well-trained and effective sales team handling incoming phone calls
• Has an effective website optimized for their core SEM goals
• Has comparable performance data pertaining to their core SEM goals
• Has a trusting and collaborative relationship with KY3
• Has adequate budget for their goals and competitive space
• Possesses competitive strength or is in a less-competitive space
• Has a proven business model
• Has realistic SEM expectations
• Has a short and easy-to-understand sales cycle

3. Traits of a Challenging, Less-than-Ideal SEM
Prospect:
• Has a poorly optimized website
• Has unrealistic expectations (e.g. low cost-per-leads in a highly
competitive space, with a low budget and poorly optimized website,
etc.)
• Has managed their own SEM campaigns previously and is not receptive
to recommendations
• Wants to promote a web property that may have a poor reputation in
the eyes of Google
• Has a low budget (e.g. < $500)
• Has unclear or conflicting goals
• Does not have a well defined or proven business model
• Does not have an effective staff to handle incoming calls
• Has a long or complicated sales cycle

4. Assessing SEM Campaign Timing
• They need to promote a product or service immediately
• Launch of a new website that is well optimized for their SEM goals
which needs promotion
• Launch of a new product, service, or time-sensitive promotion
• Poor organic rankings with a need to reach prospects in the near term
• Sufficient lead time prior to seasonal opportunities
Optimum Scenarios for Recommending an SEM Campaign to an Ideal
Prospect:

5. Key Elements of an SEM Proposal
I. Summary of Client Needs
A. Gathered from questionnaire and initial call
II. Focused Objective
A. Core business, produce or service to promote with corresponding landing page
III. Campaign Type
A. Awareness (visits)
B. Lead Generation (e.g. phone calls, free offers, email signups, coupons, etc.)
C. Transactions
IV. Monthly Budget
V. Campaign Geo-Target
VI. Estimated Traffic and Average CPC
VII. Campaign Process, Management
VIII.Campaign Reporting
IX. Pricing & Schedule
X. Terms of Service
Proposal Items: